Digital marketing solutions for manufacturers
Digital marketing solutions for manufacturers: instead of relying solely on internet marketing. In order to remain competitive and appeal to today’s tech-savvy clients, modern manufacturers must break into the digital world.
In this piece, we’ll take a look at the current trends in digital marketing and how they’re influencing traditional marketing. Among the topics, we’ll discuss are things to think about before creating your strategy, how to prepare your firm for digital marketing, and six manufacturer-friendly digital marketing methods We’ll even share experiences from some companies about how they’ve been able to successfully merge digital marketing with manufacturing.
Digital events, mobile-augmented in-store experiences, and other technology are being used by gs.
Digital marketing solutions for manufacturers
If you’re in a specific industry or sector, you need to know what works and what doesn’t. Thomas has helped manufacturers and B2B service providers expand their businesses for more than a century.
You may set realistic targets and guarantee that your manufacturing company’s digital marketing campaign is on the correct track by using industry standards.
1.Set your marketing (and digital marketing) budget
Manufacturing companies and digital marketing budgets come in all shapes and sizes. The typical manufacturing company allocates 6.4 percent of its budget to marketing, which accounts for 2.7 percent of its revenue on an annual basis. If you’re still unsure about how much to spend, Hivehouse suggests looking at the following alternatives:
- 1-2 percent of your revenue is dedicated to marketing in a lean strategy. Simple tools and methods were feasible within this budget. It’s a good strategy for organizations with modest growth goals who only want to hold onto their current market share.
- A marketing budget of between 3% and 4% of revenue is a good target. This strategy is best suited for organizations that want to keep in touch with their current clients while also attracting new ones. Maintaining a 15% yearly growth rate and increasing market share is possible using this strategy.
- A marketing strategy that allocates at least 5% of revenue to marketing. With more resources and independence, businesses may focus on bringing in new customers. The funding allows marketers to run more campaigns and experiment with new ideas. This option is best suited to manufacturers who want to grow their market share by 20% or more per year.
To be clear, these numbers are merely a guide and will vary depending on your company size, marketing experience, and how your customers find you. It’s a given that if your customers are doing research online, they’re also doing it. In this situation, digital marketing could account for as much as a third to a third of your whole spending.
2.Assign a team to lead your marketing efforts
To begin, you’ll need to designate a digital marketing manager. A digitally savvy crew is essential to any manufacturing and online marketing plan. SEO, PPC, digital content, and social media are all common skills for marketing professionals.
Hiring a single digital marketing specialist and calling it a day may be tempting if you’re just getting started. Full-stack marketing services are available from some persons, although their capabilities are limited. Because of this, they won’t be able to focus entirely on any one thing. There is no escaping the requirement for a marketing team, regardless of whatever path you choose.
Afterward, you’ll have to decide whether or not to outsource some of your marketing activities.
Outsourcing versus in-house
Outsourcing can be a good thing if done properly. You may be tempted to outsource as many of your marketing needs as possible to an advertising agency or an online marketing service provider, given the variety of services available and the vast range of rates.
Consider the costs of training, healthcare, vacation time, and other employee benefits when hiring in-house marketing. With an external staff, it’s more difficult to come to an agreement on important decisions. With their intimate knowledge of the company’s product, target market, competitors, and industry, internal teams can significantly boost the productivity of external ones.
According to our digital marketing study, we recommend that manufacturers and distributors outsource highly technical or non-company-specific duties like SEO and paid to advertise while maintaining email marketing and content marketing in-house.
3.Revisit your brand mission and values
Your brand is what your customers see when they think of your company, so take the time to think about it thoroughly. B2B CMOs were unable, to sum up, their brands in eight words or less, according to a 2020 Renegade poll of B2B CMOS. If you don’t know what sets your brand apart from the competition, how will you be able to articulate your unique selling proposition?
4.Research and segment your customers
Buyers in B2B sales may include design engineers, procurement managers, department managers, and other members of the buying team The purchase motivations and inputs of different team members can range greatly. Consider what drives each person’s conduct after creating a persona for each one.
Every buyer is a human being who makes decisions in part based on their emotions, regardless of their industry or location. Personal considerations enter the equation if buyers are able to meet their business objectives by working with more than one vendor. Here is a visual representation of some of the factors that influence company buyers.
5.Analyze your competition
If you’re a business, you’re probably not operating in a vacuum. Learn about your rivals and recognize their skills and faults, even though you cannot influence the competition. Your brand is viewed objectively by the buyer when you compare it to the competitors.
Market research: It’s possible that your market research will reveal unmet client wants. Knowing who these folks are can help your marketing strategy be more effective in attracting them as consumers.
Product evaluation: You’ll be able to examine how your products stack up against the offerings of your competitors. This process may lead to new product development projects that may help your organization compete more effectively in the marketplace.
Take a look at the advertising: It is possible to uncover areas for development by analyzing how your competitors target their clients and the marketing methods they employ.
A thorough understanding of your digital environment and the successes and failures of your competitors can only be gained through competition research of some kind.
6.Digital Marketing Strategies for Manufacturers
Now that you’ve laid the foundation, it’s time to pick your strategies. You may use one or all, depending on your business requirements, audience, and market position.
Website and mobile
Your clients see your website and mobile presence first, and that first impression forms their opinion of your business. If your website is cluttered or difficult to navigate, focus there first. At a minimum, your site should provide:
- Your history, mission, and vision
- Your team and their roles
- Easy to find contact information
- Updates section and blog
- SEO title and descriptions
- A basic product catalog or a B2B eCommerce storefront
Your audit may lead you to conclude that developing a new website from scratch is the best option. Therefore, you should investigate B2B eCommerce for manufacturers in order to have a strong online presence.
Search engine optimization
SEO is one of the most effective but underappreciated online marketing tactics for manufacturers.
Manufacturers on average get more than half of their website traffic from direct search results (typing the brand URL directly into the browser). This is more often than not the outcome of increased consumer awareness of the brand, rather than SEO.
In order to expand your consumer base, you can’t just rely on growing your brand’s visibility by gaining existing traffic. This implies that you must attract users who are unfamiliar with your brand.
As part of your digital marketing plan, it is essential to have an SEO strategy in place. Despite the fact that it is continuously changing, it is a difficult component of digital marketing. A wide range of functions, methods, and tactics are involved in its development and evolution:
When conducting keyword research, you’re looking for common words and phrases that people use when searching for information on the internet. Discovering the most sought-after keywords, helps you focus your SEO efforts.
A search engine’s user intent is the science of identifying what a user is looking for when they type in a query. Search engine, page, and conversion optimization all rely on it.
Creating material that is both search engine friendly and appealing to your target audience is referred to as SEO content. Your goal as a writer is to keep your audience interested and informed.
Building backlinks entails getting connections pointing to your website from other websites. The correct backlinks increase your domain’s authority and improve your organic search engine rankings.
Technical SEO is a branch of SEO that focuses on optimizing code for search engines. Site performance, schema markup, and canonization are all being improved. These aspects are progressively taken into account by search engines.
SEO for mobile devices is just as important as that for desktop computers. Google’s ranking algorithm places more importance on websites that cater to mobile users.
Keeping track of your progress is made easier through reporting. It is not the same as having 6,000 organic visitors as opposed to 6,000 visitors from bots.
To remain competitive in the digital age, manufacturers’ digital marketing strategies in 2021 and beyond will need to incorporate these SEO approaches and a strategy for attracting traffic who aren’t familiar with the brand.
Advertising based on the concept of “pay-per-click” (PPC) requires that you pay a predetermined sum each time someone clicks on your digital advertisement. On search engines like Google or Bing, as well as on social media platforms, you have the option of using pay-per-click advertising (PPC).
At the same time, PPC is both simple and sophisticated. It’s easy to blow through your budget without seeing any return on investment if you focus on unrelated categories. In order to get the most bang for your buck, your campaigns should make use of traffic and client persona data. It’s also a good idea to point them in the direction of a specific section of your website, such as a particular line of products.
If you want to attract and retain customers, you must use content marketing. Infographics, social media posts, blog articles, documents, and videos are all examples of web content. From the top to the bottom of the funnel, below are some content examples:
- Industry news and roundups
- Blog posts, how-to guides
- Product comparison guides
- Case studies and buyer guides
- Product or instruction videos
- Spec sheets and brochures
- Pricing calculators
In terms of attracting new clients, blog posts can be a great way to do it.
It’s all about being a go-to source for information in 2021 for a particular topic on a blog. You can develop material on everything from how to use different types of robotic arms with different machines to how to incorporate industrial machinery sensors, for example, if you’re a maker of factory equipment Your brand will be seen as the go-to source of information in your niche if you employ this strategy.
Email marketing provides the highest return on investment of any marketing activity, according to Campaign Monitor. Sending emails is a great method to remain in touch with existing clients and find new ones, as nearly everyone has a computer with access to the internet. However, it can take a lot of time and effort to come up with the appropriate email that gets people’s attention.
Email lists are used by the majority of firms to communicate with customers. If you want to keep in touch with your friends and acquaintances, these lists are a great place to start. Lists, on the other hand, must be updated on a regular basis by keeping track of bounces, clicks, and the deletion of inactive contacts. Don’t forget about what you’re trying to get across. Make certain that:
- Include the receiver’s name
- Use stats that grab attention
- Mention a relevant, industry event
- Create a sense of urgency
- Offer real value
When it comes to email marketing, you don’t just send out an email. You’ll need to persuade people to give you their contact information if you want to expand your mailing list. A whitepaper, industry study, or the ability to subscribe to your blog should be offered in exchange for a visitor’s name and email address on a landing page.
The majority of B2B respondents to a Capterra survey said that social media marketing is the top digital talent they expect to need in the near future.
Despite the fact that it may not appear to be relevant, social media is an excellent digital marketing approach that manufacturing firms may utilize to promote their businesses. Consider that B2B organizations get the vast majority of their leads from professional social networking sites like LinkedIn. Tweeps are allowed to communicate directly with customers via Twitter. With the help of Instagram, businesses can use photographs to their advantage and present their goods in the best light possible.